Throughout my career in football, I’ve always been more focused on building and delivering than talking about it. But after a week like this one in Seoul, that’s exactly why it’s worth sharing, because there’s an incredible team and an enormous amount of work behind everything people eventually get to see.
Seoul feels like the right place to start.
Our work in South Korea began long before we landed.
When we announced the signing of Kang In Lee, we wanted to create a special moment in his home country. At the exact moment the signing went live globally, Korea’s largest LED display in Gwanghwamun unveiled Kang In as an Atlético de Madrid player — the first touchpoint for everything we had planned in Korea.
At the center of that plan was Casa Atleti Seoul.
From the initial idea to opening the doors in Seongsu, our International team worked across every part of the project: strategy, production, partner integration, retail, fan experiences, player and legend meet & greets, themed events, content and execution.
Casa Atleti is where our club lives beyond the match — football, fashion, music, culture and our fans under one roof. Making it genuinely local was fundamental, just as it was in Los Angeles and Miami.
Our collaboration with Over the Pitch brought that to life through a local capsule collection, exclusive Hangul name and number sets, retail and a fashion, music and runway night at Casa Atleti. Together with Coupang Play and our partners on the ground, we carried that experience into matchday through the fan zone, stadium displays and fan touchpoints around the game.
Content was another major focus. From taking our mascots across Seoul to collaborating with K-pop group Xdinary Heroes, the goal wasn’t to document a preseason tour — it was to speak directly to our Korean audience.
And none of this started when the plane landed. Weeks of groundwork across our Red&White strategy, communications, digital campaigns, websites and fan engagement built momentum before arriving — and set up the relationship to continue after we left.
Because international expansion isn’t about a few days in a market.
Build before you arrive. Create something meaningful while you’re there. Continue the relationship after you leave.
I’m incredibly proud to have led this project with our International team, especially alongside
Alejandra Navarro Cuerdo ,
Pablo Ruiz Payo and the rest of the marketing team in Madrid, whose commitment and countless hours behind the scenes made so much of this possible.
A special thank you to
Valerio Gori for continuously supporting our vision and giving us the trust to push ambitious ideas forward, and to our agency, partners and everyone on the ground in Korea who embraced our vision and worked alongside us to bring it to life. Projects like this are only possible when so many different teams come together with the same ambition.
Seoul feels like a pretty good place to start. 🇰🇷
On to the next ⚽️🌎